Generating Leads for Complex Solutions – How Much is Too Much?

One of the questions we often hear when a business is considering outsourcing their lead generation is “will your team be able to understand my business”?

It’s a natural enough question, given the need for B2B businesses to create differentiation from their competitors applies to everything from web-based HR Technology or Accountancy services, through to Pharmacovigilance solutions.

So, the question is, how much detail do you need to go into with a prospect at the lead generation stage?

Too little information and you may struggle with credibility, too much and the discussion can become a dull technical evaluation that doesn’t enthuse the prospect.

Buyers have limited bandwidth

There is another vital consideration that is often overlooked by sellers of technical or complex solutions; the prospect themselves may only have limited knowledge of the subject.

So, it can be a major turn-off if the Salesperson takes the conversation too deep, too quickly, leaving the prospect feeling embarrassed by any gaps in their knowledge.

And even for those that are subject matter experts, they will have limited time and bandwidth at the point of the initial conversation, so they want to quickly qualify whether to investigate the seller’s solution further.

Respect the Prospect’s time

We’ve all had calls and face-to-face conversations that have gone on for too long. The result is usually that even if there is a benefit, by the time it surfaces, you’ve switched off and miss it – or you feel you can’t endure any further pain, so you avoid any further communication with the offending party!

What good telemarketers and sales copywriters are able to do is to get the key benefits of a solution across in a way that is easy for the prospect to digest.

They then present the next logical step as a meeting with a Salesperson, who will be able to provide more detailed information at a time the prospect is receptive to listen.

Remember the Objective of Lead Generation

Our experience is that whilst a base level of knowledge is essential when prospecting, the most successful lead generation campaigns avoid an in-depth technical conversation.

The purpose of prospecting isn’t to spread knowledge or to educate the prospect. Good lead generation should:

  • Identify the Decision Maker or entry-point into the business
  • Engage and enthuse the prospect about the benefits of the solution being offered
  • Qualify that their business is a fit for the solution being offered
  • Gain their commitment to spend some time discussing their business requirement and the proposed solution with a knowledgeable Salesperson – be that by video call or face-to-face

In short, the purpose of sales prospecting – by phone, email or LinkedIn – is to gain the commitment of a Buyer with a qualified requirement to spend time with the supplier’s Salesperson to further evaluate their solution.

 

If you have a complex solution, or indeed any B2B proposition, Beanstalk can help engage your prospects and build your sales pipeline.

Please get in touch on info@beanstalkmarketing.co.uk or 0345 474 2047 for a discussion about our experience and capability in your sector.

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